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Humans assign value to brands. Brands represent wealth, strength, and yes, sex. We are our brands. And for some rhesus macaques in a lab, one brand, Adidas, represents monkey genitalia. The researchers paired dominant male faces, subordinate male faces, and female hindquarters with some brand logos, then paired scrambled images with other brand logos. “We know how social rewards can be processed differently compared to primary rewards like food or water,” the study’s first author M. Yavuz ... Más informaciones

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